Examples of BTL marketing in India
- A sampling stall for a new snack in a mall or a college fest.
- A test-ride camp for a scooter in a housing society.
- A dealer meet where a cement brand explains a new scheme to its retailers.
- Shop branding: signboards and posters, plus displays at the point of sale.
- A van that travels village markets in Odisha to demonstrate a pump set.
- A stall at a trade exhibition such as a construction or food expo.
How do you measure BTL? A worked ₹ example
Judge BTL on contacts and leads, and on orders. Here is a made-up example to show the sums. A brand runs a 10-day mall activation that costs ₹3 lakh in total, including the stall, staff, materials and permissions. The team collects 1,200 contact details, and 150 of them book a demo.
| Measure | Sum | Result |
|---|---|---|
| Cost per contact | ₹3,00,000 ÷ 1,200 | ₹250 |
| Cost per lead (demo booked) | ₹3,00,000 ÷ 150 | ₹2,000 |
| Leads per day | 150 ÷ 10 | 15 |
Compare that cost per lead with your other channels, and with how much a customer is worth to you. Use a QR code, a WhatsApp number or a tablet form at the stall, so every contact is recorded.
What does BTL include?
- Activations: on-ground events where people try or experience a product.
- Events and exhibitions: trade shows, launches, conferences.
- Trade and channel marketing: dealer meets, retailer schemes, distributor programmes.
- Retail branding: signboards and glow sign boards, displays, POSM (point-of-sale material).
- Rural marketing: van campaigns and haats, plus wall paintings.
Related terms
- ATL (above the line): mass media such as TV, newspapers, radio and hoardings.
- TTL (through the line): ATL and BTL used together with online marketing.
- Activation: an on-ground event where people try a product.
For a side-by-side comparison, read our guide ATL, BTL and TTL marketing. To plan on-ground work, see our BTL marketing services.
